Agenda-setting intelligence, analysis and advice for the global fashion community.

Inside Sephora’s Niche Fragrance Strategy

By betting early on indie brands, the retailer has been able to tap into trends and capitalise on a fast-growing market.

With an early eye to the niche fragrance boom, Sephora has turned its stores into a fragrance discovery destination, acting as a launchpad for trendsetting brands like Kayali and Phlur. (Instagram/commodity)

Emily Jensen

19 June 2024

BoF PROFESSIONAL

When Europerfumes founder Vicken Arslanian purchased the shuttered fragrance brand Commodity in 2019, he didn’t have much of a plan on how to revive the cult line. But he did know one factor was key to unlock the brand’s future: get back on the shelves of Sephora.

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How In-Store Fragrances Positively Impact Brand Value

BoF sits down with Lorenzo Cotti, CEO and founder of Integra Fragrances, to discover how olfactory strategies can increase brand equity and drive sales revenue while responding to growing consumer concern over air-quality.

How AI and Brain Science Are Helping Perfumiers Create Fragrances

Beauty brands are looking to neuroscent research and technology to sniff out the factors that lure buyers.

Can a Department Store Build Its Own Beauty Brand? Liberty Bets Yes.

The London-based retailer known for its mock Tudor facade has big ambitions for the beauty category with its new LBTY label. First up: a line of high-end fragrances inspired by the retailer’s renowned prints.

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Beauty:Fragrance

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Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

For Niche Fragrance Makers, Time Is On Their Side

For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

Oil Market Set for Tumultuous Week as Kharg Attack Raises Stakes

Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.

This Week: The Oscars Bring Red Carpet Season to a Close; Lululemon Adrift

The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.

The Season That Was: Signals From Fashion’s Front Lines

From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’

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Agenda-setting intelligence, analysis and advice for the global fashion community.

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